Augmented Reality & SEO: Everything You Need to Know (Marketer’s Guide)

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Augmented reality is capable of summoning the next big revolution in the tech world. The technology has been there for a while now. And it has already started revolutionizing how users access the digital world.
Augmented Reality & Virtual Reality’s global market size is expected to reach up to $209 billion by the end of 2022. Tech giants like Google, Apple, and Facebook are already making investments to bring AR into the mainstream.
And as we welcome AR in the mainstream, it will also impact SEO. Thus, indicating a disruption in the marketing world.
The purpose of this article is to display:–

• The future of Augmented Reality & SEO; and
• Why businesses must stay ahead of the curve with AR technology?.

The key sections of this article are:

• What is Augmented Reality?
• Augmented Reality and its Role in SEO
• Impact of Augmented Reality on Local SEO
• Integration of Augmented Reality with Social Media
• Introduction of Augmented Reality into Website Design
• Augmented Reality’s Role in Google Search Results
• Facebook’s Take on Augmented Reality
• Apple and Augmented Reality
• Seven ways to use Augmented Reality for Stellar Marketing Strategy
• 5 Best AR Advertising Campaigns
• The Future of Augmented Reality

What is Augmented Reality

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Augmented reality is a technology that enhances the real-world environment by overlaying perceptible digital augmentation on it. This computer-generated information is overlaid either in an additive or destructive environment. That is, either in constructive form or by masking the real-world environment.
For example:

• Overlaying an animated airplane over a real runway.
• Seeing a computer-generated 3D football that kids can interact with through their AR app.

The AR projections can be in the form of image, text, or video.
We have been engaging with AR through our smartphones.
People mostly utilize it for:

• gaming
• education
• location-targeted projections
• social media.

However, as brands introduce AR technology to the mainstream, we would be able to access AR through:

• our smartphone cameras
• websites
• specially designed AR devices
• goggles and more

Augmented Reality technology can be marker-based or markerless-based. The former requires a visual trigger or physical control to push-start the experience. While the latter does not require any trigger, and the AR experience is built from scratch.
One should remember not to confuse VR with AR. Virtual reality (VR) is far different from AR in terms of environment, experience, and scope.
VR includes blocking out the real world for a user and transposing him/her to a new virtual world. You can execute it through a closed visor VR device.
On the other end, AR allows the user to experience interactive visual projections in the real world. And therefore, Augmented Reality has humongous scope in the digital world.
We can classify AR technology into three types of applications.

• Information overlay;
• Virtual objects; and
• Digital packaging

These applications are already accessible in various forms like games, information, entertainment, etc.

1. Information Overlay

The inclusion of augmented reality helps businesses provide information-rich services to consumers.
For example, a marker-based AR application allows users to get all the specific details about a car. And this application is triggered just by simply scanning a marker or digital component placed on the car.
The information overlay application of AR helps you connect the dots between offline shopping and online information gathering.
We have also witnessed this type of AR application in the popular AR game Pokemon Go. The game redefined the gaming experience. And it was an unparalleled hit in 2016.
It allows the users to overlay the in-app AR projections onto the real world and interact with the game. The players could locate the various Pokemon characters in their real-life surroundings. And they capture them through their gaming app.
For example:

• Locating a Pokemon character hiding behind the bush.
• Capturing one jumping next to your window, or even under your table.

It gave the players the feeling of a real Pokemon hunter. And it was a clear win for AR gaming apps.

2. Virtual Objects

The use of virtual objects is gaining popularity in the online retail industry. Some brands have already started leveraging the virtual object application of AR. This helps them redefine customer’s shopping experience. A popular example of the same is the Ikea Place app.
Ikea Place allows the customer to overlay the virtual projection of furniture products in their interior living spaces.

• This helps users check if the product blends with their interiors.
• The app lets the customers view the entire range of products and colors.

The company can then customize the offerings based on the customers’ choices.
Some other retail brands have also started utilizing the virtual object application in their shopping apps. Now you can check if an eyeglass looks good on your face or if a top matches your jeans.
All this without even touching them, only through AR-integrated shopping apps. It is all set to make online shopping a delightful experience.

3. Digital Packaging

This type of application blends the visual and interactive capabilities of AR. And it creates a much deeper augmented reality experience.
An application by Blippar utilizes the information overlaying feature of the AR technology along with the real-world physical space. Then it creates an alluring AR experience.
Some retail brands have started investing in the digital packaging feature. It is with the help of Layar and Blippar. This move creates an unmatchable USP for brands, at least until AR becomes too mainstream and easily accessible.

Augmented Reality and its Role in SEO

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As mentioned before, augmented reality is here to stay. We can expect the technology to become a part of marketing and SEO strategies.
But, can AR affect search engine rankings?
Will AR ever become a crucial parameter in search engine optimization services?
So, let’s understand the role of AR in SEO:

Now, what is the connecting node between AR and SEO

Google has been vocal about its explorations with AR since 2017. The company wishes to find ways how brands and new businesses can start leveraging AR. And how they can easily create truly immersive AR experiences.
Now when Google plans to roll out ways of making AR an important element of websites, it will also appreciate when a business does this. This move is going to impact the SEO ranking algorithm.
There will be a time when businesses offering interactive AR experiences through their websites will rank higher in the search engines, especially Google.
Not to forget, Google has been actively participating in bringing AR to the mainstream. It has been investing in AR projects like Google Lens, VPS, and Tango. Google Lens directly links AR to local SEO.

How AR Will impact SEO

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Now, we cannot deny the fact that AR is willing to redefine the user experience. It will also help searchers better access the information on the World Wide Web.
With this, AR will change how brands present their story. And the way they market their offerings.
It will also revolutionize the way customers receive information. And how they interact with the digital world.
AR is capable of influencing decision-making. And it impacts the entire digital marketing arena.
The AR experience can bring about a series of benefits for online businesses, which include:

• Improved customer engagement and experience
• Increased dwell time owing to better engagement
• Increased conversion rate owing to the ease of making a decision
• Growth of online retail with the power of informed decision-making
• Improved overall engagement and experience on the internet

The above metrics are crucial to search engine optimization (SEO). And when AR brings significant changes in these metrics, it becomes a valuable consideration for search engines.
Now, this creates an indirect link between AR and SEO. And therefore, it is safe to say that when AR gains popularity, it will impact SEO.
However, AR still has a long way to go.
Only a few brands have started offering an AR experience. And tech leaders are trying to find ways to bring the technology into the mainstream.

Some Other Aspects of Augmented Reality and SEO

Above is only one aspect of how AR can influence SEO. There are various other aspects like:

• Augmented reality is transforming Local SEO for the better. (We will discuss this in detail in the next section.)
• AR will find acceptance in the website design field. And brands would gear up for an immersive AR experience on their websites.
• AR would exude considerable importance in Google search results.
• Ecommerce SEO would reflect a significant change with the rise of AR.
• Social Media has already started adapting AR, and it will grow.
• Along with SEO, AR is going to have a multi-dimensional impact on marketing.

How Brands and Tech Experts React to AR and SEO

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Blippar, one of the early adopters of AR technology, was capable of raising $45 million in 2015. It has been helping brands unveil the real potential of AR.
Blippar said AR would improve user engagement and redefine user experience. It will also boost the on-page time.
Apple CEO Tim Cook refers to augmented reality as the future of the digital world. He says, “I regard it as a big idea like the smartphone. The smartphone is for everyone. We don’t have to think the iPhone is about a certain demographic, or country or vertical market; it’s for everyone”.
Tech giants are willing to embrace the opportunities associated with AR.

• Google has been making significant efforts towards leveraging AR. And these efforts are evident with Tango and Google Lens.
• Apple has incorporated augmented reality technology on the iPhone.
• Facebook might soon launch advanced AR and VR glasses for all types of consumers.
• Snapchat launched Spectacles in 2016. These smart glasses help users record and share videos on Snapchat.

It certainly indicates that AR will lay the basis for a long-term impact on SEO and marketing.

Impact of Augmented Reality on Local SEO

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One of the most evident impacts of augmented reality is witnessed in the area of local SEO services. It is because the major distinguishing feature for both AR and local SEO is location.
Various augmented reality applications employ exact location or works on location-based inputs.
We have already witnessed Google Lens technology. Now it easier than ever to collect information about an object that we capture in our smartphone camera.
One can also use Google Lens to analyze a business. He can check its name, ratings, reviews, and other information at one go.
The popular local business listing platform, Yelp, is already offering augmented reality. Yelp AR app presents users with impressive information about businesses based on their location.
The app uses an information overlay application of AR and an interactive interface to offer a user-friendly experience.

How Local AR Applications Influence Local SEO

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Local SEO is already becoming data-focussed. Everything from user-generated reviews, location-based information, business information to surrounding objects will be important.
Augmented reality applications will use all the data inputs to enhance the local search experience for users. So, you need to keep all your business information and location-related information updated.

Augmented Reality will impact all the main attributes of Local SEO, which include:

1. GMB (Google My Business) Listings

In the case of local AR technology, one could use his smartphone to scan his surroundings for data. And he will get information about the businesses in this area.
You can display this information as an AR information overlay. It includes details like business name, ratings & reviews, other outlets, etc.
These AR listings are quite engaging with significant conversion potential. Therefore, keep your GMB listing updated with enough details.

2. Local Directories and Citations

Various local citation sources attract huge local traffic. Reviews & ratings on these platforms are highly influential. And therefore, citations become important for local AR applications.
A popular local citation platform, Yelp already employs its AR application to help users scan businesses in their surroundings and get crucial information about them. Keep these citations updated and encourage positive feedback on these platforms.

3. Ratings & Reviews

User-generated reviews are already strong social proof. They can make or break a deal. Now with the AR landscape, users could check-out the real-time reviews of your business.
They just need to use their AR-equipped smartphone devices in your area. It means reviews and ratings would be more crucial than ever. You need to attract as many positive user-generated reviews as possible.
Users can see your business reviews in real-time. So, with this, you need a prompt system to counter negative feedback.

4. Geo-targeting

Akin to roaming messages based on our geo-location, what if we push notifications about local businesses through our AR app.
Suppose that the AR app is connected to a wearable device that scans our surroundings. These push notifications would be based upon your current location. It can be discount offers or any deals from partnering businesses.

5. Local SEO & Local AR

With the inclusion of AR technology in the local SEO arena, users can now switch on to their AR app for checking out the reviews of a business.
More and more brands might gear up for new location-based AR solutions similar to Google Lens. And it will become all the more crucial for businesses to optimize their local SEO.
These AR apps are triggered based on the location. And if you haven’t optimized for it, you are likely to miss out on opportunities.
Local SEO has already been one of the most effective areas for an overall marketing strategy for local businesses. And with the advent of AR application for local SEO, its effectiveness is expected to rise many folds.
A report from Think with Google shows that searchers have started to do away with the phrase “near me” for local searches. The local searches without “near me” phrases have increased by 150% in the past two years.
People assume their smartphones will automatically figure out the intent of their searches. And their assumption is usually right. Their smartphones offer them search results based upon their location.
When you consider AR’s inclusion in local search, it makes this search process all the more convenient. And no business would want to miss this chance of increased visibility for local searches through AR apps. Therefore, it is crucial than ever to employ local SEO services today.

How to Optimize Local SEO for Augmented Reality

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Before we check the key parameters and considerations for AR-optimized local SEO, let’s find and understand the source of this information.
Local augmented reality applications source the data from geotagged content.
Google has a huge database of geotagged content. They have it in the form of huge Google place data and extensive street view imagery. All your Google My Business data and Google Maps data adds up for Google Places.
Moreover, Google Earth has a lot of (and alluring) data. It includes satellite imagery, maps, 3D terrains, building images, etc. This enormous data reflects plentiful capabilities for location-based AR applications.
Many other apps have been creating and utilizing similar databases.
Therefore, local AR is not likely to be limited by insufficient data.

So, Let’s Understand the Steps to Optimize Local SEO for Local AR Apps:

• Optimize your GMB profile with the verified business location on Google Places (Google Map)
• Keep local directories and citations updated with your company details.
• Follow Name, Address, Phone number consistency (NAP).
• Encourage ratings and reviews from real users on GMB and other local review sites (Yelp, Foursquare Labs).
• Integrate Schema’s geographic markup code
• To optimize more, use location-specific keywords in all your listings and website content. With this, update your Meta and header tags.

Integration of Augmented Reality with Social Media

Social media has witnessed a deeper impact of augmented reality than any other area. Social media has also helped AR apps establish widespread popularity among consumers.
Moreover, social media has a significant impact on SEO.
Now, there has been an ongoing debate, whether social media impacts search rankings or not. But most of the experiments prove that social media affects SEO. Signals from social profiles can have a positive or negative influence on search rankings.
With this, marketers agree that social signals influence the authority of a business.
According to a social media experiment, social media engagement can bring a dramatic change in search rankings.
Therefore, augmented reality’s growth in the social media ecosystem will also bring some changes in the SEO landscape.

How is Social Media Adapting to AR Technology

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If you are using Snapchat, you would be aware of the various 3D images and their effects. These enable users to make their images and videos more engaging.
The company has been rolling out new AR features every few days. They aim to offer an unparalleled experience to its users.
Snapchat also enables brands to access its Lens Studio. They can produce engaging AR-based stories and snaps for promoting their business offerings.
These AR-based posts on social media can redefine the user experience. And it can boost user engagements up to many folds.
Facebook has been investing heavily in augmented reality technology for the past three years. And the company has partnered with tech businesses offering augmented reality solutions.
With this, you would have already seen the 360-degree videos on Facebook. These videos offer an intriguing AR experience. However, they are one of the smallest forms of augmented reality applications in the social media landscape. And social media is already gearing up for a never-seen-before immersive AR experience.
Many brands have been utilizing AR technology in coordination with social media. The goal is to create high-engagement marketing campaigns.
One such popular campaign was – Nike’s AR campaign on Facebook Messenger. Through this campaign, Nike offered their fans an amazing experience with a virtual product superimposition feature.
The campaign was a hit. And Nike was able to sell its featured limited-edition shoe range within an hour.
Many such tools allow brands to explore the capabilities of AR technology on social media.

Expected Changes in Social Media Marketing Concerning Augmented Reality

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Akin to Nike, many brands have already started utilizing AR technology.
As more brands become adept with AR, we will witness an increase in AR-based social media campaigns. In the coming times, these campaigns will drive high engagement and great ROIs.
It can also be disruptive for traditional social media marketing and advertisement campaigns. Therefore, businesses need to start embracing AR technology. And should start exploring new ways of utilizing it on social media.
Moreover, we should not forget that AR-based social media campaigns will impact one’s SEO efforts. And this gives us another reason to consider AR a crucial disruptive technology in the marketing space.

Introduction of Augmented Reality Into Website Design

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As we know, user experience plays a crucial role in a website’s success. And augmented reality is capable of updating your website’s user experience.
Yes, you hear it right. You can implement the elements of AR technology on your website. This helps you deliver an all-new immersive user experience.
Whether it is the use of 3D-projections or marker-based AR experiences, you would be able to change your website engagement parameters completely.
User metrics like time on site, bounce rate have a significant influence on SEO. And adding AR will play a crucial role in your performance on search engines.

How Businesses Can Adapt Augmented Reality in the Website Design Landscape

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So until now, we have not seen much use of AR on mainstream, consumer-focused websites. The technology has been a little limited to internal operations, mostly in the IT industry.
We know that the technology is still to establish its guidelines in the consumer-focused web design world. But we have our list of best practices. This list can help push our efforts in the AR-based website design world:

1. Environmental Design

The environmental design lays the context or principle in which the users will perceive your website. Your app interface is the window through which the users can view the environment or augmentation you created.
You need to create and place your UI elements such that it is perceived naturally by the users.

2. Interaction Design

Your smartphone screen acts as the ‘window’ to the projected augmentation. And the projections would be in the form of 3D elements or animated media.
You need to understand and create interaction guidelines. Or the intuitive way in which the users can interact with your augmentations. These can be touch interactions or even voice-command interactions.
These interaction guidelines would depend upon the type of hardware. And also upon the goals, users wish to accomplish with each interaction.

3. Depth Details

You would need to make sure that the users comprehend your projections in the right way. It would include adding depth to your projections.
One could do this with the help of establishing a right light-source for them. The inclusion of light and shadow elements would give them the right depth for the elements.

4. Empathy

The ultimate goal of creating an impressive user experience is to meet the users’ goals. And to meet them most intuitively. You need to place yourself in the users’ shoes to see if your AR-based web design meets his goals.
The overall experience should be able to serve the sole purpose of designing this website. Be it about telling your brand story, solving a customer’s problem, or meeting his requirements.
The design part would allow you to meet the functionality part. While practicing empathy would help you meet the desirability part of your application.

Why Augmented Reality Will Play a Crucial Role in Website Design

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We have already witnessed the influence of augmented reality on social media platforms. And the web design world is gearing up for it.
The web world has become highly competitive. And user experience has been the key to drive more conversions in the web world. Here, AR is likely to welcome disruption in the field of website design.
As more brands start incorporating AR elements on their websites, AR will become crucial for user engagement. And this also makes it a crucial consideration for search engine rankings.
Therefore, it would be the right time to start including AR in your website design scope. It would affect your engagement, conversions, and website SEO.

Augmented Reality’s Role in Google Search Results

At this stage, augmented reality is an emerging technology in the mainstream digital world. But, Google has been quite vocal about its expeditions in the world of AR.
Google has previously launched Google Glass, which was discontinued later. But the company is leading with Google Lens and Tango. It has been at the forefront of development in the AR field.
Google also introduced Expeditions AR into a specifically-designed educational program. It is called the Pioneer Program. They have designed it to help American students understand augmented reality in a holistic AR-based approach.
With this, Tango gets integrated with VPS (Visual Positioning Service) that might outperform GPS. VPS can help you track a product’s specific position indoors.
So, we know Google is considering AR a dependable future technology. And this will also affect Google Search Results.

How Augmented Reality Will Influence Google Search Results

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Google is the most popular search engine and drives 91.75% of the total search share. So, when marketers optimize for search engines, Google remains their ideal critic.
Therefore, it is crucial to know how augmented reality can impact Google search results. So here is what you need to know:

1. Ecommerce or Online Retail Search Results

As I have already mentioned, AR technology will bring significant changes to the Ecommerce industry. And it will be followed by a major change in the online shopping trends.

• Shoppers would witness a better shopping experience;
• Customers would engage better with businesses offering AR shopping experience;
• The decision-making process becomes simplified and shorter;
• Conversions in online shopping will grow;
• We would witness a boost in global online shopping revenue.

Based on the above trends, Google would feel a need to update its algorithm. It would wish to rank Ecommerce businesses based upon the AR experiences they offer. It is because Google is devoted to offering quality results for every search query.

2. Global Google Search Results

Along with Ecommerce businesses, AR is likely to become popular in the entire web design landscape. And if it happens, AR-enhanced designs will also change overall user-experience trends.
Websites offering immersive AR-based user experience will attract better user engagement. It would also agitate changes in user-metrics. Dwell time would increase, and on-page interactions will increase.
Overall conversions on the website are also likely to elevate.
Google will notice these new trends and user-metrics. And it is most likely to consider these parameters in its algorithm update. The websites offering superior AR experience might be awarded a higher ranking power. It would be further evident in the Google search results.

3. Social Media Landscape

AR technology will bring many changes to the social media ecosystem.
Social media is already witnessing an increased engagement on AR-based features. And soon, more brands will start utilizing these features. AR technology is likely to become a crucial factor for stellar social media campaigns.
These increased social media engagement trends will indirectly affect SEO trends. And ultimately have an indirect influence on Google search results.

4. Local SEO and Local Search Results

Google Lens and Yelp AR app are gaining popularity. Local AR gives users an interactive way to draw information about businesses in their location.
As more Local AR apps become popular, local SEO trends will change significantly.
Businesses optimizing their local SEO efforts for Local AR are likely to rank higher in local search results on Google.

Facebook’s Take on Augmented Reality

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Similar to Google, Facebook has been investing a great deal of attention in the AR world. However, Facebook’s take on AR is different from Google.
The social media giant strongly believes that consumers don’t require the futuristic approach of AR. But consumers are ready for a more personalized AR approach.
Therefore it leverages the smartphone camera as the window to create immersive AR experiences. And human faces remain the marker or the trigger to these AR experiences.
Following the same belief, Mark Zuckerberg says that his company would help consumers get accustomed to AR technology first via their smartphone devices. And then, they would introduce new AR devices.

How is Facebook Exploring the AR Technology Space

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1. Investment in AR-related Businesses

Earlier, People assumed that Facebook is laying its focus only on VR technology. However, the past three years have revealed Facebook’s consistent efforts in the AR field.
A report shows, Facebook has partnered with (or acquired) 11 businesses related to augmented reality solutions.
The social media giant seems to plan a heavy investment in AR and VR technologies.

2. A Platform to create AR Apps

Facebook has planned to introduce a platform for AR solutions. Developers can utilize it to create new AR applications. It will be in coordination with Facebook’s core service.
This platform is in the Beta phase. And it will be available to a large number of developers once launched. This platform would be similar to or a little more advanced than Google’s Project Tango.

3. Camera Effects Platform

Facebook wishes to leave no stone unturned when it comes to exploring AR. The company has been making advancements to its Facebook Camera Effects Platform.
All the Facebook-powered applications including, Instagram, Facebook, Messenger, and WhatsApp, have been witnessing AR-related modifications in their camera. And we are already learning about new effects and animations on Instagram almost every week.

4. AR Monitored Content

Facebook has been expressing its thoughts on how people can use AR for monitoring data. It can help Facebook monitor the content or media posted on its platform. The tech giant utilizes AR (along with humans) to check any inappropriate content posted on Facebook or Instagram.

What Facebook Plans with Augmented Reality

The social media giant is willing to establish a pioneer position in the already-crowded AR world.
It wishes to introduce more personal and engaging AR experiences for consumers. And Facebook believes smartphones are the best platform to get the highest reach for AR.

• The company is trying to enable developers to create impressive, consumer-focused AR apps.
• It is empowering brands to use AR-based marketing campaigns for better engagement.
• Facebook is also investing in newer areas of application of AR technology.

All these efforts are directed towards welcoming augmented reality in the mainstream.
Facebook being the most popular social community, can drive significant advancements in the AR technology world (as we know it).

Apple and Augmented Reality

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Apple’s mantra to success lies in its capacity to innovate and dominate. And the tech giant has already revealed its ambition to dominate the AR world with the launch of ARToolKit.
ARToolKit is the platform where AR developers can develop and store their AR apps.

Apple Prefers AR over VR

The launch of ARToolKit explains that Apple is not at all reluctant when it comes to investing in AR technology.
The company is also helping AR advocates to design a more personal aspect of AR applications with its ARKit.
These efforts make us believe that Tim Cook rates AR over VR. It considers AR a more commercial technology. And his choice makes sense.
Augmented reality enables users to explore an enhanced experience while staying connected with the real world. It could influence their real-world decision-making. And it can help users solve real-life problems. Thus, making it more viable and desirable tech for businesses.
On the other end, VR takes users to a virtual world.

• It mainly crafts an enticing experience only in the virtual world.
• It disconnects the users from the real world.
• It cannot influence the user to take informed actions in the real-world.

How is Apple Poised to Dominate AR Landscape

Apple has an unmatched advantage that it leads with its proprietary OS. It will help them to outperform Facebook’s efforts in the AR world or outstripping Google Tango.
iOS is the world’s second most popular operating system. And Apple has its extensive range of smart devices (iPhone, iPad, and iWatch).
When it comes to exploring the AR world, Apple has a clear-cut lead over Google Tango. While the latter requires specially-designed hardware for integrating AR capabilities, Apple’s ARKit comes integrated with its latest iOS device. The developers only need a new iOS device, and they can access ARToolKit.
It means that Google Tango is limited to a few Android smartphones that are integrated with special hardware. So, the AR apps produced through ARKit also reach a higher customer base.
Akin to Google Tango, Facebook also relies on specially-designed hardware that makes a smartphone’s camera compatible with AR applications.
Moreover, Apple also gets the advantage of the fact that it appeals to an elite customer base. Until AR becomes a mainstream technology, the production cost of immersive AR apps is high. And Apple users are more likely to afford these apps as compared to the Android customer base.

Does Apple Lead the Augmented Reality Landscape

Well, we are just at the tip of the AR iceberg. The technology hasn’t still made it to mainstream applications. We have understood the viable part of AR applications. But we still need to understand the functional and commercial parts of AR apps.
Though many AR applications have proved to be prudent commercial investments, there is a lot more to explore. And many tech leaders (including Apple) are trying to unveil the actual potential of AR technology.
However, it still requires a great deal of investment in time, money, and effort.

Seven Ways to Use Augmented Reality for a Stellar Marketing Strategy

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The business ecosystem is rapidly evolving and becoming all the more competitive. The world is now witnessing smart consumers who believe in informed decision-making. And augmented reality allows you to influence decision-making like never before.
The technology can help you offer unique buying experiences to your consumers via their mobile devices.
Be it about engaging your users, creating brand awareness, or boosting your sales; AR technology has various applications in the marketing domain. So, here are some of the most effective ways of employing AR in your marketing strategy:

1. Shortening Decision-Making with ‘Try Before You Buy’ AR Application

The traditional ‘try before you buy’ strategy has been one of the most effective marketing strategies of all time. Whether it is an automobile test drive or a clothing trial room, customers choose informed decision-making.
Now, AR applications can digitalize this ‘try before you buy’ experiences. Customers can now use their phone camera to check if makeup suits their face.
Given their smartphone cameras are equipped with AR functionality. They can try clothing items digitally before they add them to their cart.
Moreover, unlike the traditional hassle of trying a dozen items physically, now you can try hundreds of items digitally. You simply have to choose from the product options and try them through your AR app. It negates your uncertainty while making online purchases.
Facebook also offers a similar augmented reality experience. It enables users to try different makeup samples and accessories. L’Oreal, Sephora, and other popular cosmetic brands have also inked partnerships to help buyers try their makeup range digitally.

Benefits of Using AR ‘Try Before You Buy’ Applications

• These applications update the online shopping experience.
• It eliminates the uncertainty of making uninformed (or wrong) decisions.
• It makes decision-making seamless and shorter.
• Customers can try hundreds of products digitally.
• It skyrockets customer engagement and acts as a unique selling point.
• It boosts conversions for online shopping businesses.
• Businesses offering these AR experiences might also perform better in SEO. This will be evident when AR comes into the mainstream.

As the popularity of AR-assisted shopping grows, more businesses would gear up for employing this marketing strategy.

2. Combining Retail with Augmented Reality

Now retail businesses can change the overall shopping experience for their shoppers in their physical stores. AR apps now have the capabilities like:

• Driving footfalls to your physical store;
• Directing consumers to your highlight products;
• Helping them learn more information about your products through the AR information overlay feature;
• Allowing them to employ digital ‘try before you buy’ experience for your store products;
• And helping them check for the best deals.

With this, customers can use these apps to track the stores offering AR shopping experience in their vicinity.
Sounds cool, right? The “PeekPerks” brand has brought such a similar application to life. It can change the face of the physical retail industry.

With this, Timberland and Topshop are two brands that have been offering AR fitting room experiences in their stores. Here customers can digitally try their clothing items before buying.
Benefits of Introducing Augmented Reality in Instore Retail Market
By adding AR digital components to your products, locations, and in-store objects, you are opening the door to an immersive shopping experience for shoppers.

• It will help you create a unique identity for your brand.
• AR enthusiast and app users would love to visit and buy from your store.
• You can expect increased footfall traffic to your store.
• People would love to pay extra for a never-seen-before experience.
• Integrating digital ‘try before you buy’ experience means the elimination of physical samples.
• Your retail revenue will grow.

When you plan to build a promising AR-backed retail shopping experience, make sure you optimize your local SEO. It will help local AR apps to promote your business more readily.

3. AR Touring and Assistant Application

Now businesses can redefine the user experience for their customers with AR touring capabilities.
By employing AR technology, a brand can add digital triggers to their products or marketing materials. It is to offer a specially-designed AR experience to users when they scan your products or marketing materials. This experience could include an AR information overlay or any unique AR experience that tells your brand story.
Many automobile brands, including Hyundai, Audi, and Mercedes, have utilized AR capabilities to innovate the driving experience.
Hyundai leads by creating an augmented manual in 2015.
At the same time, Mercedes took a step further into the AR landscape by offering the ‘Ask Mercedes’ feature. This feature combined AI assistant with AR experience. Here, drivers can accept answers to their queries seamlessly.

Benefits of AR Touring and Assistant Apps

These AR applications help you attract buyers by offering unique AR experiences. They design these experiences to help buyers understand or use a product in a better way. Some key benefits include:

• The shoppers can understand the internal mechanism of a product
• A feature like ‘Ask Mercedes’ can assist drivers with their queries seamlessly
• Shoppers can get exclusive information about a product or brand in an impressive way
• A virtual tour over a real space can be an amazing experience for shoppers

There are a variety of AR touring applications with their features and functionalities. Brands can use these applications to create a unique brand positioning.

4. Optimizing B2B Sales and Marketing

When it comes to the B2B market, the buyers strongly believe in informed decision-making.
There is a constant tug-of-war between the seller’s scope of deliverables and the buyer’s expectations. And this is more evident in the case of manufacturing and product industries. And AR technology can make the sales channel more seamless for B2B businesses.
Most B2B businesses are still stuck with traditional marketing collaterals. And they are using printed brochures, digital flyers, or PowerPoint presentations for their sales pitches.
But a few companies have already started employing AR for product demonstrations. These AR-backed product augmentations help viewers get a 360-degree look at your product.
It is like bringing an actual product in the meeting, although in its virtual form. People can take a detailed look at the product and provide their feedback.
With this, many advanced AR sales tools allow users to interact with these augmented projections. And these tools also offer digital customization support to the users.
You can then share the digitally customized copy. It can be considered as a reference to design the actual product.
Benefits of Introducing AR in B2B Sales and Marketing:

• Sales representatives can offer AR-backed product demonstrations.
• It will dwindle the gap between client expectations and the seller’s scope.
• Prospects and customers can add substantial feedback.
• They can also suggest feasible customizations.
• With better representations, conversions will grow.

Augmented reality has already made its entry into the manufacturing and product design applications. And it is expected to establish standards in the marketing operations as well. These standards will revolutionize the B2B sales and marketing landscape in the future.

5. Augmented Branding and Marketing

The use of augmented reality in marketing materials and contact cards is gaining popularity in recent times.
One could now add a virtual component (trigger) to their contact cards and print brochures. When people scan these AR-enhanced branding materials, they unveil the AR experience equipped with it.
This AR experience can be -

• A dynamic element that unveils a special code offer
• A 3D view of special business offerings
• Clickable contact information of a business
• An immersive experience to describe the brand story
• A unique element that reflects the brand’s credibility

The use of AR-enhanced marketing materials can boost your engagement up to many folds. With this, many brands have already started utilizing this AR application in their business cards.

6. Advanced Product Visualization Through AR Technology

A few brands are already using advanced product visualization applications. These are an upgraded form of ‘try before you buy’ applications.
These apps enable the users to place a product in a specific real space digitally. It allows them to check if it matches their needs.
Moreover, this type of AR application allows users to interact with the product. They can alter their placement, change rotation, access its dimensions, and customize its colors.
These customizations can then be digitally shared or added to your cart. However, this only makes sense if the vendor provides customized products.
This type of product visualization application is used by Busch-Jaeger (an electrical installation company). With this, a furniture company Roomle also employs a similar application.
Once AR comes into the mainstream, the companies offering functional AR experiences are likely to be appreciated by search engines. It can act as a catalyst for their SEO efforts.

7. Causing a Stir Around Your Brand

Augmented technology has been in the digital world for a significant time now. But the technology is still new for the consumer market.
If one could build an immersive AR experience (something engaging and completely new for the customers), it can help him create a buzz around his brand. It would be a fun experience for customers and would also establish a lasting memory.
People would always appreciate a brand’s effort to introduce a new, never-seen-before experience.
Pepsi was able to create quite a buzz with a similar campaign. The brand established its AR campaign near a bus stand where people were waiting for their regular commutes.
Pepsi allowed the people waiting for the bus to access their AR experience situated adjacent to the bus stand’s wall. The AR window allowed them to view visuals of UFOs, human-robots, a marauding tiger, etc., within the projected AR vista.
Viewers appreciated this AR experience, and it was a hit on YouTube. Pepsi was able to draw good branding benefits from it.

Campaigns like the one described above can be a significant differentiator for your brand. And you can also link your marketing efforts with such campaigns. It will help you develop a better connection with your customers and boost conversions.

5 Best AR Advertising Campaigns

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Augmented reality has earned plenty of attention in the past five years. The technology is constantly under the eye of tech leaders like Google, Apple, and Facebook.
They have been investing heavily in the viable form of AR technology. And they are trying to bring it to the mainstream.
With this, many other AR solution building ventures have helped brands execute stellar AR-supported branding and marketing campaigns.
So, here are some of the top AR advertising campaigns of recent times:

1. 'The Walking Dead' Scary Shelter Campaign in 2015

It was an award-winning campaign directed towards promoting the Fifth Season of ‘The Walking Dead.’ It was an OOH (out-of-home) installation at a tram stop in Vienna.
They have converted the tram stop into a ‘Scary Shelter.’ It was done by superimposing zombie visuals on a live video stream (of the tram stop’s location).
The setup made it look like an actual zombie attack. And it created a memorable experience for the tram stop’s visitors. Below is the video featuring the response to this campaign.

Pepsi MAX executed a similar campaign in 2014. Here, a bus stop’s visitors in London were left amazed with an unusual AR experience.
They believed that they could see through the shelter’s glass, and everything was real. The campaign received an overwhelming response. It attracted over 2 million views and 24,000 shares within seven days.
The campaign earned Pepsi MAX humongous brand engagement. And it got awarded by several influential reviewers.

2. Facebook AR Effects Campaign for 'Ready Player One' Film

This one is another well-appreciated AR campaign with the help of Facebook AR Effects on its app. Spielberg’s ‘Ready Player One’ film’s poster at the cinema got integrated with a digital component in this campaign.
Now when visitors used their Facebook app camera to scan this poster, they could see the specially-designed 3D content experience related to the film. It was an exciting experience for children and movie fans. Below is the video that displays the actual campaign experience:

3. Ikea Christmas Tree Campaign

Ikea is already known for its AR product visualization app. This app allows users to digitally place Ikea’s furniture offerings into their real indoor spaces.
It helps buyers to choose furniture all the more intuitively. And in 2017, the company tried an innovative campaign for marketing its Christmas decoration range.
The ‘Place a Tree’ campaign allowed users to take a preview of Ikea’s Christmas tree by digitally placing it in their indoors. They have executed it through Ikea’s updated AR app.
Mobile users need to start with rotating their smartphones for the AR to analyze their surroundings. Now they would need to focus the camera angle on the floor. So the AR program could comprehend the setup.
Next would be choosing the right tree from the given options. And then, the app places it digitally in the real-world environment.
This app was interactive and feature-rich. The users could look at the tree from different angles to scrutinize the decoration and attributes.

4. Next for Nigeria Campaign (2015)

They have planned this campaign during the Nigerian elections of 2015. They have created an AR app to promote the presidential candidates of APC (All Progressive Congress).
The app allowed the users to unlock a special message for Nigeria whenever they scanned an APC logo. With this, the users could take AR-enhanced pictures with these presidential candidates.
The campaign was an Auggie Award winner. And it added significant support to the APC candidates.

5. New Look Augmented Reality Campaign in UAE

They have created a campaign to help New Look (UK’s fashion brand) promote their UAE students’ products. The campaign employed an AR-backed eCommerce app. It allowed students to unlock special offers from the brand by scanning their New Look cards.
The brand used the information overlay feature of AR technology. They promoted special offers, exclusive brand information, and other interactive features through the AR app.
With this, the students could ‘create their own look’ using the New Look fashion range. People welcomed the AR experience offered by this campaign will all heart. It gained stellar engagement.
The average time per session rose to 7 minutes. And this successful campaign helped New Look generate good sales. The already high mobile penetration rates in the UAE acted as a catalyst.

The Future of Augmented Reality

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Augmented reality is slowly and steadily establishing its presence in the digital landscape. The technology is supported by some of the biggest names in the tech industry.
Google, Facebook, and Apple believe in the potential of AR technology. And we have been witnessing a dramatic surge of AR in some areas.
Local SEO is changing rapidly with the inclusion of augmented reality.
Apps like Google Lens and Yelp AR app are gaining popularity. And this trend suggests that businesses must make their local SEO stronger. Update your GMB listings, optimize directory listings, and encourage positive reviews.
Impressive AR filters and effects have taken social media by storm. More brands are likely to start utilizing AR in creative social media campaigns. And this will boost social media engagement metrics like never before.
A reflection of increased social engagements would be evident in search rankings.
We are still to witness the use of AR in consumer-focused (mainstream) web design. But, once it gains popularity, it is capable of redefining the peaks of user engagement. And this would establish a direct connection between AR and SEO.
Search engines (including Google) would consider ‘AR experience’ an important factor in their ranking algorithm.
We have seen successful AR campaigns that changed the rules of the marketing game. And it is most likely to impact SEO in the future.
Though the world might be reluctant to accept wearable AR devices, it is surely ready for viable AR applications. And smartphones would play a crucial role in welcoming AR to our livelihood.
AR is capable of changing the way brands tell their stories and how customers perceive information. And therefore, augmented reality has the potential to revolutionize the marketing landscape. And when this happens, SEO will also witness a significant impact.
Hence, businesses need to stay updated with the latest developments in AR technology. Especially in the marketing domain.
Speak to our experts to know more about the impact of AR on Search engine optimization.